Migrolino vs Coop Pronto: Are You Overpaying for Convenience?
Migrolino (384 sites at end 2025, up from 375; 100 % Migros-owned, CHF 825M revenue 2025) and Coop Pronto (over 320 shops) both price branded items above their parent supermarkets: our May 2026 check found a Red Bull at CHF 3.90 against CHF 2.20 at Migros, and a K-Tipp test measured +27 % and +31 % on two packaged items at Coop Pronto. Big update: Cumulus IS accepted at Migrolino at 1pt / CHF 2 (half the Migros rate); Supercard IS accepted at Coop Pronto at 1pt / CHF 1 (full Coop rate). M-Budget is NOT supplied to Migrolino operators. Item-by-item markup table, opening hours, and the few situations where the convenience tax is worth paying.
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A litre of milk at the Zürich main station Migrolino costs CHF 1.80. The same litre at a Migrolino in an Affoltern Shell petrol station: CHF 2.40, a 33 % markup. A 0.355L Red Bull at Migros: CHF 2.20. At Migrolino: CHF 3.90, a 77 % markup. A Red Bull at Coop: CHF 1.75. At Coop Pronto: CHF 2.50, a 43 % markup. Same can. Same supplier. Different store format. The premium pays for late evening hours, Sunday opening, and the fact that the nearest standard supermarket is closed when you actually need it.
Sources checked regularly. Migrolino corporate (Cevanova AG history, 2009 rename, 318 stores 2018, 384 sites at end 2025 per the Migros annual report); Migrolino 2025 annual report (CHF 825M revenue, +4.8% YoY); K-Tipp markup tests (Red Bull, milk, Feldschlösschen 10-pack, branded items); migrolino.ch official Cumulus page (1 pt / CHF 2 confirmed); coop-pronto.ch Supercard page (1 pt / CHF 1, 6x promotions May-June 2025); Migrolino Feb 2026 Kraftkom advertising campaign ("Migros-Migrolino prices match Migros"); Shell customer-service page on shop-operator cost-structure variability. Verified May 2026.
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Two convenience networks, one strategic purpose
Migrolino is a wholly-owned subsidiary of the Migros Federation. The company was originally Cevanova AG, renamed Migrolino in 2009 after Migros bought out its joint-venture partners. By 2018 it operated 318 locations across Switzerland; the network grew to 384 sites during 2025, up from 375, with mio shops at railway stations counted in for the first time (Migros annual report 2025). In 2025 Migrolino generated CHF 825 million in revenue, up 4.8 % year on year. Locations split between standalone shops, SBB train stations, and petrol-station partners (Migrol, Shell, SOCAR, Piccadilly). Unlike standard Migros stores, Migrolino sells alcohol and tobacco.
Coop Pronto is the convenience arm of the Coop Group. Coop describes a network of over 320 Coop Pronto shops, frequently co-located with petrol stations (BP, AGROLA, Coop-branded); Coop does not publish a dated count, so treat any sharper figure with suspicion. Like Migrolino, Coop Pronto runs extended hours and Sunday opening under the legal exceptions for SBB premises and petrol stations.
Both networks exist for the same reason: the standard Swiss shop-opening law (Ladenöffnungszeitengesetz) restricts evening and Sunday trading in most cantons, but SBB station premises and petrol-station shops fall under cantonal exceptions. That regulatory carve-out is the structural reason convenience stores exist in Switzerland, and the reason the markup can be sustained.
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Convenience · Migrolino 384 sites (end 2025) vs Coop Pronto 320+
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The price premium quantified, item by item
| Product | Migros / Coop standard | Migrolino / Coop Pronto | Markup |
|---|---|---|---|
| Red Bull 0.355L | CHF 1.75 (Coop), CHF 2.20 (Migros) | CHF 2.50 (Coop Pronto), CHF 3.90 (Migrolino) | +43 % / +77 % |
| 1L whole milk | CHF 1.80 (Migros HB Zürich) | CHF 2.40 (Migrolino Affoltern) | +33 % |
| 10-pack Feldschlösschen beer | CHF 12.90 (Migrolino Triemli) | CHF 15.30 (Migrolino Affoltern) | +19 % within network |
| Migros Jowa bakery item | regular Migros price | "Qualité par Tradition" at Migrolino | +10 % to +20 % |
| Migros M-Classic / M-Budget | regular Migros price | M-Budget not supplied to Migrolino; M-Classic matched price | 0 % to N/A |
The honest summary: on the branded items we priced ourselves, the convenience format costs meaningfully more than the parent supermarket, and the gap is at its widest on drinks. Those are individual shelf comparisons, not a market-wide average, and we are not aware of any published study that reduces either network to a single percentage. Migros own-brand items at Migrolino are closer to identical (Migrolino's February 2026 Kraftkom ad campaign explicitly claims "Migrolino-Migros prices match Migros prices"). The complication: the cheap M-Budget line is not supplied to Migrolino shop operators, and Jowa bakery products are sold under a different brand name at higher prices.
The one independent, dated measurement we can point to is a K-Tipp test of the big retailers' small-format shops. At Coop Pronto, K-Tipp measured a mark-up of 27 % on a 15-pack of Tempo tissues and 31 % on a 1.5-litre San Pellegrino against the same items in the regular supermarket. Those are two items, not a basket, but they show the order of magnitude on packaged goods, and unlike at Migrolino, Coop own-brand items are marked up at Coop Pronto too.
When convenience makes sense, and when it's a trap
The convenience format is rational when you need the product outside standard supermarket hours (late evening, Sunday, public holidays), in a transit context (SBB station between trains, motorway services), or for a single low-value item where the absolute price difference is small.
The convenience format is a trap when you're buying a weekly grocery basket at evening rush from a Migrolino because it happens to be closer than the Migros, when you're stocking up on branded drinks and snacks during the working day (Red Bull, energy drinks, branded beer see the steepest markup), or when you assume the same-brand discount applies (M-Budget is not stocked at Migrolino; Coop Prix Garantie at Coop Pronto carries a surcharge).
The decision rule: convenience is worth paying for time savings, not for grocery savings. If a standard Migros or Coop is open and within 5 minutes, walk past the Migrolino or Coop Pronto.
Opening hours, the real differentiator
Migrolino: typical hours 06:00 to 22:00 or 23:00, seven days a week. SBB-station Migrolinos often open 06:00 to 22:00 daily including Sunday. Petrol-station Migrolinos often run 05:00 to 24:00, fully seven-day.
Coop Pronto: typical hours 06:00 to 22:00 or 23:00, seven days. Petrol-station Coop Pronto shops can run longer (some 05:00 to 24:00). Standalone Coop Pronto in residential areas often closes earlier than petrol-station variants.
Standard Migros and Coop: typically 08:00 to 19:00 or 20:00 Monday to Friday, 08:00 to 17:00 Saturday, closed Sunday (with exceptions for tourist-zone and station-premises stores). See the full Swiss supermarket opening hours map and the Sunday grocery shopping in Switzerland guide for the legal-exception context.
Loyalty cards: the policy that has changed
This is the most important factual update against the popular assumption.
Cumulus at Migrolino: Yes, accepted. As of 2025/2026 the migrolino.ch official Cumulus page confirms: "Cumulus participants benefit at every purchase at Migros and also at Migros partners migrolino and mio." The rate is 1 Cumulus point per CHF 2 spent at Migrolino (versus 1 point per CHF 1 at standard Migros). The loyalty value at Migrolino is therefore half what it is at Migros. Excluded categories follow standard Cumulus rules: alcohol, tobacco, taxcards, motorway vignettes, lottery, deposits and fees, gift cards, and Migrol Car Wash Cards do not earn points.
Supercard at Coop Pronto: Yes, accepted at the standard 1 Superpunkt per CHF 1 rate (the same rate as standard Coop). Coop Pronto periodically runs 6x Superpunkte promotions on baskets above CHF 12 (the May to June 2025 campaign is documented on coop-pronto.ch). Excluded: fuel, spirits, tobacco, deposit fees, gas refills, gift cards, motorway vignettes, public-rubbish bags, telephone cards, lottery, newspapers, and items already discounted.
The practical implication: Coop Pronto's loyalty rate is the same as Coop supermarket, while Migrolino's rate is half of Migros. If you are loyalty-card optimised and the choice between the two is otherwise neutral, Coop Pronto earns marginally more. For the wider chain-app context see Migros App vs Coop App comparison.
Take-away food: where the margin shifts back
Both formats invest in hot food and fresh take-away (sandwiches, salads, coffee, hot dogs, pre-made meals). For these categories the benchmark is not a supermarket but a take-away café or bakery, which has comparable or higher prices. Both Migrolino and Coop Pronto have widened their fresh and take-away ranges sharply in recent years (Migrolino's 2025 report cites "growth in fresh and convenience product range" as the driver of CHF 825M revenue, +4.8 %). Coffee at either Migrolino (Café Royal partnership) or Coop Pronto (own-brand) typically CHF 3 to 4, comparable to non-chain alternatives.
For hot food and coffee, the convenience format is genuinely price-competitive against street alternatives. The markup story applies to packaged grocery goods, not to take-away.
For the broader avec kiosk context (the Valora format that competes with both; Valora has belonged to FEMSA since 7 October 2022) see avec and the Swiss station kiosks. For the deeper Migros and Coop assortments see Migros products and prices and Coop products and prices.
Updated: .
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Frequently Asked Questions
How much more expensive is Migrolino than Migros?
It depends heavily on the item, and on which Migrolino. In our own May 2026 shelf check, a 0.355 l Red Bull cost CHF 2.20 at Migros and CHF 3.90 at a petrol-station Migrolino, and a litre of milk CHF 1.80 against CHF 2.40. On Migros own-brand items, the difference is much smaller and Migrolino's own 2026 advertising campaign claims they are matched. The Migros M-Budget line is not stocked at Migrolino, so the cheapest Migros savings option is not available at the convenience format. No published study reduces the whole network to a single percentage, so treat round numbers with caution.
Is Coop Pronto cheaper than Migrolino?
Roughly comparable, with category-specific differences. A K-Tipp test of the big retailers' small-format shops measured Coop Pronto mark-ups of 27 % on a 15-pack of Tempo tissues and 31 % on a 1.5-litre San Pellegrino against the regular supermarket; our own check found a 0.355 l Red Bull at CHF 1.75 at Coop and CHF 2.50 at Coop Pronto. Unlike Migrolino, Coop Pronto also marks up some of Coop's own-brand items. Neither network publishes a basket-level figure, so compare the item in front of you rather than a headline percentage.
When are Migrolino and Coop Pronto open?
Both typically open 06:00 to 22:00 or 23:00, seven days a week, with petrol-station locations often running longer (some 05:00 to 24:00 daily). This is the real reason both formats exist: standard Swiss shops are restricted from evening and Sunday opening except at SBB station premises and petrol stations, which qualify for cantonal exceptions to the Ladenöffnungszeitengesetz.
Do Migrolino prices match Migros app deals?
Generally no for branded items. Migros runs promotional cycles (Migros app weekly offers, Cumulus coupons) on its standard supermarket assortment, which Migrolino does not consistently mirror. Migrolino does claim, via its 2026 Kraftkom advertising campaign, that Migros own-brand products are priced identically at both. Promotional discounts and weekly action prices are a Migros standard-supermarket feature, not a Migrolino feature.
Can I use Cumulus at Migrolino?
Yes, as of 2025 and 2026. The migrolino.ch official Cumulus page confirms participation: 1 Cumulus point per CHF 2 spent (versus 1 point per CHF 1 at standard Migros). If you had heard otherwise, the policy has changed.
Can I use Supercard at Coop Pronto?
Yes, at the standard 1 Superpunkt per CHF 1 rate. Coop Pronto periodically runs 6x Superpunkte promotions for purchases above CHF 12, documented on coop-pronto.ch. Fuel, spirits, tobacco, fees, gift cards, motorway vignettes, telephone cards, lottery, newspapers, and already-discounted items are excluded.